Myer relaunches brand as Clemenger BBDO Melbourne devises ‘find wonderful’ campaign

Beautiful art direction and a nice idea… and good acting and casting… Though still I’m unable to differentiate btw Myer and DJ’s. And don’t find their stores to be “wonderful” nor their arrogant staff.

Consumer expecations have changed, but not the store staff who hide like some airline staff

It’s very pretty. But the brand promise cannot be matched by the actual experience. Are you making a list, Myer? Besides ‘wonderful’, here’s what I’d like to find:

I’d like to find better designed, modern clothing, footwear, homewares etc at competitive prices.
I’d like to consistently find a store assistant to take my money.
I’d like to find what I’m looking for easily on your website (it’s a disaster, and more of a mess than my love life).
I’d like to find that what I buy online is delivered quickly and is exactly what I ordered.
I’d like to find modern and stylish in-store signage so my shopping experience feels upmarket, not cheap and cheerful.
I’d like a loyalty programme that does more than give me a $20 credit after I spend $2000. Seriously, 1 per cent?

Thanks Myer. I’m hoping one day I can find what I’m looking for.

I don’t want stupid high high heels. I want service, I want American brands. I want a huge selection of bras and sportswear. I want make up at overseas prices. I want sales.

After having a nightmare experience trying to return a Chanel product and essentially being accused of participating in some sort of clandestine rort on Saturday, a new branding will not cut it for me & I am a shareholder (don’t ask)

I would love to be able to walk into my local Geelong store and actually have a staff member to serve me. There seems to be lots if management running around staring at IPads but no basic customer service, there is nothing wonderful about that or the sales racks crowding the walk ways. Wonderful to me is not being asked constantly for a loyalty card that offers one of the worst incentives I’ve ever heard of.

@me you should go to David Jones.

gorgeous add, very Melbourne tourism. But agree the experience won’t match the promise. Every time I have to go Myers my aim is to get whatever it is I want from whatever place they’ve hidden it and get the hell out of there as quickly as possible. How can Myers and DJs get their floor plan so wrong for so long??

As mentioned, nice insight and everything, but would anyone go to Myer to find “wonderful”? I doubt it.

Beautiful ad. Shame the stores look grotty, cluttered and devoid of staff (Bondi Junction, Eastgardens)

Interesting but largely pointless….looks nice though

great ad on so many levels…shame about the product

A pretty ad but what does it achieve? I’ve been a long time shopper at Myer, not out of preference but out of habit. In recent times, I feel disappointed with the range, store layout and service of Myer stores and have transitioned to DJs as #1 based on this. This re-brand is simply not enough, the proof needs to be in the pudding at store level.

Comment about snooty managers on IPADs is so true in my experience.

Some many ‘managers’ looking down their noses ‘monitoring’ staff trying to serve multiple customers – perhaps the managers could serve me instead of making me wait whilst some poor assistant tries to do ten things at once??

TVC is lovely, looks great – hope a real in-store change is coming. Ranges need an overhaul also – no real business shirts, and only a couple of real suit brands.

So glad I sold out at $2.20 – the market has given up on management’s excuses – its time to execute some meaningful change in what could be a great business.

Stop wasting money on advertising when you can’t deliver the end result. There is no wonderful experience in the Perth Myers stores. The decor and lay out reminds of those cheap outlet stores selling obsolete and out of date products. It amazes me that labels ie Morrison, Sass n Bide etc want their labels sold at Myers. Changing rooms are dirty and cramped. The walkways are trip hazards filled with random racks of ugly clothes that are presumably for sale. Trying to pay for anything is hopeless as you need to walk around looking for a sales assistant, probably quicker to go to security and ask them to help. Please upgrade the presentation of your stores, start training your staff in customer service, have more staff on the floor. Have a look at your competition. Get on top of your game and do as you say and make it a Wonderful experience to go to Myers.

Great direction and animation (who did this?).

I’m glad for something fresh from Myer and it makes me wonder about giving it another go when i lost the interest previously; but like the comments here say the experience has to match the brand messaging to be effective.

I am so over thin talent! They clearly point out she is an actress not a model – so what’s with the twig arms and pre-pubescent thigh gap? And don’t start me on the little girl voice.
I get that they are after the “youth” market but do young women really want to be portrayed this way?

A complete waste of money.

Myer Bondi Junction feels like a waste land. The store is far to big. Lacks the appeal of the likes of Zara and even David Jones feels more alive. The same goes for their city store, not good. Does anyone think this type of advertising still works. In 2014 the creative is pointless and an indulgence, who identifies with this stuff anymore.

I am tired of this current trend in advertising to use incorrect grammar: “Find Wonderful’?

You would have already seen: “Rethink Possible” & “Think Different”.

Just a license to annoy really.

While it is a beautifully crafted ad – it clearly is being directed at women. I agree with some of the other comments, start changing stores and not the brand image rather store image. When can we have the same standard as some of the world’s other leading department stores like Saks, Barneys, Selfridges or Harrods – where stores are clean and staff are plenty!

I was in Myer looking for a winter coat. The vast majority were Reserve private label and they were absolutely horrible, cheap fabric and lining and a dreadful cut.

Finally I found a rather nice one and fronted the $200 after a long wait in the queue.

Curious, I then looked at the manufacturer’s website and saw it available to buy online for $150.

Lesson learned.

I love the ad, it is beautifully crafted and executed.

I remember when the world was busy and serious and grey in more places than one would have liked. But many places specialised in making a contrast to that grey seriousness, by providing “wonderful,” and one of the places that best provided it, was the local department store.

Then the world got too serious and too heavily business oriented, and universities started handing out business degrees. Women who would once have filled the typing pool or scurried for the filing clerks, were shoved into hard labour organising teams, and to give shape to the lies about promoting more women in business, and thus satisfy the pc mad society, they were given their very own business cards, complete with their names and the word “Manager” or “Supervisor” even though they received no power and no more money

Instead of dept stores being staffed by smartly dressed men and women who knew about the products they were selling, and exercised good manners and patience, the took on kids, control was handed to Bean Counters, who’s job it was (and is) to get rid of anything that costs money, which mainly focused on staff and the too wide variety of products.

If they ever want to bring back wonderful, they will have to bring back more than bling and high heels. .

What “settles it” MYER, you’ve decided to make a change against “Blah” and being “serious” by encouraging consumerism and superficiality?! You think reminding us of our childhoods will make us nostalgic enough to want to buy a bag small enough for a mouse? This TVC is insulting to peoples intelligence and no different to every other manipulative bit of marketing on television…the annoying part is you try to make out that you understand us and care about making our lives better. That you remember the important, wonderful, amazing things in life…all of which I might say are actually things that cannot be bought! How would this encourage a person to come and shop at your store? Why would we come in to a store to pay more than we need to for low customer service, when we could simply get everything cheaper online. Why are you trying to get us to associate ‘wonderful” with consumerism and lining your pockets. Who was the genius who decided to yet again use a young, childish voiced girl to encourage women to try to fit into the tiny and almost impossible constraints of western beauty, that marketers put forward as an ideal. What exactly is wonderful about wearing impossibly high heels, that cause back and feet issues? There are so many things insulting about this TVC and the message it is sending to women in particular. MARKETERS, people are MORE than just demographics and numbers on spreadsheets. MYER if you wanted to re-brand yourselves you should have asked the people who have loyally shopped with you for years what it is they actually want and then deliver it – Simple. You can start with every comment above.

Spend the money being used on this campaign to re-fit the changerooms. I don’t think i’ve ever been into a Myer changeroom that was even remotely clean or tidy

Hard enough to find staff in Myer, let alone wonderful.

Well shot, but this ad doesn’t build any new brand assets except an attempt at owning the word “wonderful”. Hopefully they brand their next ads better, bring more “Myer” into it and also bring some sort of quality audio mnemonic and distinctiveness.

Had I not watched this on Mumbrella I wouldn’t have known it was a Myer ad.

I can’t understand these people saying you should listen to the “loyal” customers that have been shopping with you for years. The reason they are in the predicament they are is because of that sort of pandering. They are made up of too types, a) happy with a substandard service or b) too lazy to change their routines. This is not a case of if it ain’t broke, it is a busted retail store. Fix the staff and make shopping an experience again. You can buy virtually the same products at target or kmart so give me a reason to go to myer.

You can find wonderful here ‘http://www.selfridges.com/en/wonder-room’. Where is the originality?

‘A good ad will make a bad product fail faster.’ Think that was Bill Bernbach who coined that one, more than 40 years ago.

Product aside, this is a great ad. I like it. And I like her, brings a real human element to it.

Is this really what we want wonderful to mean? Is our world not materialistic enough?
Children should not be allowed to watch this ad. Wonderful should be happiness, health, freedom, being kind and thoughtful to others and NOT worrying about how each other looks or what we are wearing!
Come on! Where are their priorities?

I went looking for wonderful today in Myer. I found clothes strewn all over the change room floors, with no staff to clean them up, and when using the toilet there was a grotty mess looking like last night’s curry seeping casually down the side of the bowl.

I happened upon a Blaq (fancy way of spelling black) shirt for $49 but the material felt only a little more upmarket than something I’d get from Lowes down the road.

Definitely no wonderful to be found.

Should probably have found a new purpose, new values, which the employees and the experience could live up to.

Myer is a dinosaur, just as susceptible to the impending doom, only sheltered enough to think a new day is dawning.

Her diction on the word ‘Parisian’ is a cringe.

agree @unbranded
Takes far too long to find out what brand it is for.
And throwing out all the other brand cues that people will remember means it will take 5 years before this does anything (assuming they stick with it).
Nice creative execution but what were the planners thinking?

Yep… All a woman needs to feel good is high heels and a pretty dress…
This is a prime example of the bullshit women are fed by advertising and media every day. Good work Myer…

I am appalled at the stick insect child model who is trying to win my dollars – Myers need to fun their version of the classy Megan Gale and look and get some staff on the ground providing good old fashioned service. Not complicated is it.

At least they didn’t use ‘better’ like every second brand at the moment.

Every time this ad comes on I want reach for the remote and change the station and it’s everywhere! What are you selling? Memories for women who’s definition of wonderful is high heels, imported frocks and jewellery. Just more reason to shop at David Jones.

Good ad from clems, key is whether Myer can service and staff their stores to back up the sentiment.

When I saw the ad for the first time, I said to my husband that this better not turn out to be for tampons, because that is where it felt like it was heading. Or deodorant. Or perhaps Christian Television Association. When it got to the end I wanted to throw something at the TV. So, we lose the wonder of childhood, and we must seek to regain that through the purchase of new high heels, perfume and sparkly jewelry?? No, no and no. Sorry Myer, you lost me. I would have preferred it to be about tampons.

@JAM and yet there seems to be a link……………….

I’d be thrilled if I could “Find staff” in my local Myer.

As for finding wonderful I wonder when it was the last time any of their senior managers – the ones without fake qualifications actually visited their average suburban store.

Boring advert featuring pretty young women with a little girlie voice. God, I would kill for an advert that doesn’t treat women like idiots.

The artwork is amazing but the ideas, script and voiceover are very ordinary. Compare this new John Lewis Christmas ad to the Myer effort. .http://www.theguardian.com/bus.....vert-video

I am genuinely saddened by the amount of negative comments relating this this beautiful new add by Myer. It is fabulous. I particularly love the script. Those words are amazing and how does it not capture the truth that as we grow old we lose our fascination with the world around us? I watch my new child laugh at the wind and stare at the sky in amazement and I wish that I could appreciate the world in the same way that I once did in my youth.
You have struck the right cord with me and I congratulate you on the production.
Xx.
Dean. 31 Brisbane.

What I took from the ad is that Myer is now a women’s store… nothing there for men.

This ad is an insult and from a very average and out of touch advertising agency who still think the public will gobble up every bit of crap that is dished up! Myer is NOT high brow. This is like advertising Maccas as a 5 star restaurant!

Had they actually visited a Myer Store they would realise this ad couldn’t be further from the truth. (One thing is for sure they don’t shop there!!!)

The things that are wonderful from our childhood are NOTHING that was mentioned
and who wants a bag small enough for a mouse anyway! I totally agree with others who say it is materialistic and offensive. This ad might have had a morsel of credibility if it was written for DJ’s where there is at least half an experience to be had.

I too reach for the remote every time I see it on TV and if I was ever going to visit a Myer Store in the future, this ad has ensured I won’t. It is beyond cringeworthy and it is mind blowing that a Company who is rebranding would think this relates on any level to their consumers.

The only people that will have any appreciation of this ad are other creative types who are completely out of touch, self obsessed and who hashtag every second word! #wanker

It’s a great example of alienating your audience.

Write Clever.

Think same.

Copy Apple.

Find Wonderful?

Think Different.

Love the ad, it’s a brilliant piece of advertising – it got me looking to see who was responsible and yet, reading all the comments, I realise everyone is absolutely right. I don’t usually shop in myers & when I do go in to price something, I can never find anyone who can help me other than the one person behind the register which is very annoying having to wait 10 minutes just to ask a question, especially when its a ‘no sorry’ response. This is the reason I no longer shop at myers in castle hill

What no one is considering here is whether the whole shopping experience is part of the rebranding. These complaints (freely thrown around I might add!) are based on the past. Who says that this isn’t part of the grand plan as a collaboration between agency and store.

Surely agencies need to be thinking about the total business problems and not just the comms these days? Maybe those who have accused Myer here may well be in that old school way of thinking where the comms and business issues are separate?

The latest EDM sent out from Myer suggests it could be an overhaul of the whole experience – which is obviously what it needs. The question may be ‘does the cart pull the horse’ i suppose. It seems that these things can be done simultaneously.

Ridiculous old fashioned piece of crap. Skeleton woman talks like private school baby and barely walks in spikes for heels – put it in the fusty attic next to the dusty remnants of another era.

#wow #myerrrrr

Good bright ad Clemengers but Tilda can’t pronounce million! Miyion!!